FamilyMart is striving to become the leading brand associated with convenience store sweets, aiming for the title of “the sweets destination.” This year, they strengthened their sweets category, expanding beyond chilled desserts to include a wide range of items like confectionery, beverages, and baked goods, boosting cross-purchases and customer numbers. Starting on October 29, they launched a “FamilyMart Full of Chocolate!” campaign, featuring 13 chocolate-based sweets. Their concept is, “No matter the occasion, you’re sure to find a sweet treat at FamilyMart to lift your spirits.”
A unique aspect of FamilyMart’s sweets strategy is its broad definition of sweets, viewing them as “anything sweet that provides comfort and relaxation.” This includes a cross-category approach with sweet breads and beverages. They also emphasize products with a variety of textures to encourage social media sharing.
In terms of pricing, they have set most items in the 200-yen range, considering rising chocolate prices to ensure affordability. From March to August 2024, sales in existing stores increased by 5.8% year-on-year, with cross-category campaigns performing well. FamilyMart plans to continue rolling out diverse, uninterrupted campaigns throughout the year.
【Handmade dessert】
【Texture】Crispy and Crumbly
【Product Name】Rich Chocolate Roll
【Price】276 yen (298 yen including tax)
【Release Date】Tuesday, October 29, 2024
【Availability】Nationwide
【Description】This indulgent chocolate dessert features a cocoa sponge cake soaked with brandy syrup, creating a delightfully crumbly texture. The cake is wrapped around a rich ganache whipped cream and coated in chocolate, offering a satisfying contrast of crispy chocolate on the outside and a delicate crumbly texture inside.
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【Texture】Moist and Smooth
【Product Name】Rich and Smooth Chocolate Cake
【Price】230 yen (248 yen including tax)
【Release Date】Tuesday, October 22, 2024
【Availability】Nationwide
【Description】This cake offers a smooth, melt-in-your-mouth texture, resembling rich chocolate truffles. Made with FamilyMart’s original chocolate blend featuring cacao beans from four different countries, it provides a unique depth of flavor. Topped with cacao nibs, it enhances the rich cacao taste for a luxurious chocolate experience.
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【Texture】Dense and Melty
【Product Name】Rich Fondant Chocolate
【Price】249 yen (268 yen including tax)
【Release Date】Tuesday, October 29, 2024
【Availability】Nationwide
【Description】This dessert is crafted to deliver the perfect balance of rich chocolate flavor and smooth melt-in-your-mouth texture. Enjoy it as is, or warm it up to experience the decadent melted chocolate inside. Made with approximately 52% of “Ecuador Special” chocolate, it provides an indulgent chocolate experience.
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【Texture】Lusciously Creamy
【Product Name】Raspberry-Scented Rich Chocolate Éclair
【Price】239 yen (258 yen including tax)
【Release Date】Tuesday, October 29, 2024
【Availability】Nationwide
【Description】Made with 100% “Ecuador Special” chocolate, this éclair features a rich, smooth chocolate cream with a luxurious flavor profile. Topped with raspberries for a touch of color and fruity brightness, this treat combines deep chocolate richness with a hint of elegance.
【Texture】Lusciously Creamy【Bread】
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【Texture】Smooth
【Product Name】Cube Danish with Rich Chocolate Whip
【Price】184 yen (198 yen including tax)
【Release Date】Tuesday, October 29, 2024
【Availability】Nationwide
【Description】This delightful cube-shaped Danish is made with fermented butter-flavored pastry and filled generously with almond-infused chocolate whipped cream. The finishing touch of chocolate coating on top adds to its satisfying richness. The charming cube shape makes it visually appealing as well.
【Baked confectionary】
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【Texture】Crispy and Moist
【Product Name】Madeleine with Chocolate Cream Filling
【Price】184 yen (198 yen including tax)
【Release Date】Tuesday, October 29, 2024
【Availability】Nationwide
【Description】This madeleine is crafted with French fermented butter and filled with rich chocolate cream, creating a delightful blend of textures. Enjoy the crisp exterior of the madeleine combined with the moist chocolate cream inside, made with “Ecuador Special” chocolate for an elevated flavor experience.
【Ice Cream】
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【Texture】Crunchy and Aromatic
【Product Name】Rich Chocolate Ice Bar with Orange Peel
【Price】230 yen (248 yen including tax)
【Release Date】Tuesday, October 29, 2024
【Availability】Nationwide
【Description】This indulgent ice bar features a crunchy texture with a chocolate coating mixed with cookie crumbles. Enjoy the aromatic hint of orange peel for a delightful flavor experience.
【Chilled Beverage】
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【Texture】Rich & Delicious
【Product Name】Ecuadorian Chocolate Drink
【Price】221 yen (238 yen including tax)
【Release Date】Tuesday, October 29, 2024
【Availability】Nationwide
【Description】This chocolate drink offers a perfect balance of bitterness and deep, rich flavor. Made with FamilyMart’s exclusive “Ecuador Special” chocolate, known for its vibrant aroma, it provides a luxurious chocolate experience.
【Confectionary】
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【Texture】Crispy
【Product Name】Luxury Chocolate Pretzel
【Price】276 yen (298 yen including tax)
【Release Date】Tuesday, October 29, 2024
【Availability】Nationwide
【Description】This indulgent pretzel is coated in a generous layer of smooth dark chocolate, with a hint of salt that adds a perfect accent. Made with couverture chocolate, it delivers a rich and bittersweet chocolate flavor.
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【Texture】Dense and Velvety
【Product Name】Fresh Chocolate Truffle
【Price】304 yen (328 yen including tax)
【Release Date】Tuesday, October 29, 2024
【Availability】Nationwide
【Description】This rich chocolate truffle is made with smooth, nutty-flavored fresh chocolate, coated in bittersweet couverture chocolate for an indulgent treat. Contains 28% couverture chocolate for a deep, luxurious taste experience.
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【Texture】Crisp and Melting
【Product Name】Infused Chocolate Strawberry
【Price】323 yen (348 yen including tax)
【Release Date】Tuesday, October 29, 2024
【Availability】Nationwide
【Description】This unique chocolate treat features a sweet and tangy freeze-dried strawberry with a crisp texture, infused with smooth white chocolate that melts to reveal a refreshing sweetness.
【Texture】Crisp and Melting-
【Texture】Crispy & Moist
【Product Name】Infused Chocolate Rusk with White Chocolate Powder
【Price】295 yen (318 yen including tax)
【Release Date】Tuesday, November 12, 2024
【Availability】Nationwide
【Description】This luxurious chocolate rusk is made with domestic wheat, infused with rich dark chocolate, and finished with a dusting of white chocolate powder. It combines a satisfying crisp texture with a moist chocolatey center.
【Texture】Crispy & Moist-
【Texture】Crispy & Velvety
【Product Name】Infused Chocolate Banana
【Price】304 yen (328 yen including tax)
【Release Date】Tuesday, November 12, 2024
【Availability】Nationwide
【Description】This unique chocolate treat features freeze-dried banana made from the sweet “Kan Juku Ou” variety, filled with smooth white chocolate that melts to reveal a refreshing sweetness.
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